Homework 2: Understanding your brand

Personality: Reliable, friendly, helpful, can satisfy anyone, works 24 hours, everyone loves it, cheap fast food, understanding, kind.

Heritage: The history of the brand cannot be seen in the advert.

Values: Customer care, welcoming, fast, can satisfy any food cravings, works anytime, cheap.

Essence: McDonald's is there for its customers when they need them anytime, day or night. But the viewers understand that it is American company through its slogan and informal «lovin» which usually is used in USA. At the same time the actions happen in the city with houses which remind of England.

Hard benefits: Customers can order cheap fast food anytime.

Emotional benefits: ‘I’m lovin’ it’

To show that the brand is very friendly and kind for their customers, in the moment where the character entered the place, the casher friendly welcomed and kindly complied the request.

The settings showed us that the restaurant works all day and night and that the brand is there for its customers.

In my opinion the nature of the main character is very important as it also shows the brand itself. The man is a kind husband who cares about his wife more than himself, because before he saw that pregnant wife wants to eat salty food he watched football match, but for her he went to city in late night to find it. This gives message that McDonalds also kind and careful brand, which can do everything for their customers to make them satisfied and happy.

At the end the wife shows that she is happy and thanked for what did her husband. Therefore, if we identify the main character with the brand and his wife with customers, we understand the message that McDonalds will do everything for its customers and customers retaliatory love it. Its slogan just reinforces it. The slogan of the brand “I’m lovin’ it”, connotes that customers really love the food the brand serve and the brad itself (it makes people happy). Also it reinforces the idea of fast, because it is written informally short. In addition it tells us that it is friendly brand because of informal language.

Creators used soft and warm colours for the walls and props in the flat, because these colours connotes us about home (sense of safe, relaxed and feeling good).

Lightning plays huge role here because it emphasizes the space and time. When the character enters McDonalds, it is very light place and the brand mark (the huge logo “M” which you cannot miss) brightly lit on the night background. In the house there is also light but not such bright like in McDonalds.

The music in the advert provides with ideas and messages which the brand tells us. Also it creates particular mood and comfortable and friendly atmosphere.